New name a matter of principle for leisure firm

Nov 13 2009 by Peter McCusker, The Journal

NORTH East leisure firm Aquaclear Group is to be re-named and re-branded as it aims to expand across the UK.

The Washington-based parent company recently announced plans to boost sales to £10m and add a further three outlets to its existing portfolio. And now the growing firm is to be known as the Principle Leisure Group.

Managing director Stuart Young said: “After 10 years as Aquaclear we felt it was time to give the firm a new identity and a brand that would better reflect the company's size and its standing within the leisure industry.”

The names of the individual venues will remain unchanged. These include Popolo and Blue Coyote in Newcastle, San Lorenzo in Cramlington and Gosforth, CafeAntipasto in Jesmond and River Bar and Ristorante Fiume in Washington.

The firm, which currently has divisions in Yorkshire and the Midlands as well as the North East, is also set to extend its presence into Teesside starting in Guisborough.

Principle Leisure Group has also announced that it is looking at potential new sites in the North East at which to house a deli and create a central production point which would supply food to all of its UK venues and offer an additional outside catering service.

In the meantime, the firm has already expanded its existing Popolo brand, which has sites in Newcastle and Sheffield, with the launch of Popolo Events, offering the hire of personnel and equipment for events such as weddings, parties, corporate gatherings and festivals.

Principle Leisure Group is also investing heavily in its existing venues, with refurbishments already planned for at least three sites, including Blue Coyote in Newcastle, Popolo Sheffield and CAST Nottingham.